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Marketing Mix Modeling Software - Build vs. Buy
Marketing Mix Modeling (MMM) has become a widely adopted practice among consumer goods companies over the past two decades, with many Fortune 500 companies making it an essential component of their marketing planning. As technology has evolved and new online channels have emerged, Multi-Touch Attribution has gained popularity. However, with the decline of cookie-based tracking methods for consumer behavior, the focus has shifted to MMM. This has led to a resurgence of Marketing Mix Modeling software , also supported by the development of modern data pipelines, advanced statistical approaches like machine learning or Bayesian methods, and open-source options such as [...]
Insights into data-driven marketing
